CASE STUDY

Planned Parenthood

ABOUT

Planned Parenthood Federation of America is America’s most trusted provider of reproductive health care offering men, women, and teens high-quality, affordable medical care.

SERVICES PROVIDED

  • Content Marketing & SEO
  • Custom Data Analysis
  • Digital Training
  • Google Analytics Setup & Insights
  • Rent-A-CTO
  • SMS Strategy

OVERVIEW

Planned Parenthood was in need of web analytics support for their very active website and 70+ affiliates across the country. Their internal analytics team wanted additional help for in-depth analytics requests and guidance on advanced configurations to increase the insights they could provide affiliates. In addition to this, they wanted to build capacity internally and throughout their network to find and understand relevant web data.

Big Wins

  • Unified analytics infrastructure across 70+ affiliates to create a holistic digital performance view.
  • Connected organic search behavior to real-world patient activity using integrated data analysis.
  • Helped recover critical SEO traffic after a major site relaunch.

What We Did

Starting in 2013 and continuing over the course of 2 years, Whole Whale supported and supplemented the web analytics team for PlannedParenthood.com.

Google Analytics

Whole Whale simplified mobile and desktop Google Analytics configuration for Planned Parenthood, creating a holistic view of the digital platform. We also advised on advanced tracking for microsites and campaign websites around healthcare, awareness, and sexual education initiatives. In order to increase internal data transparency within regional affiliates, we developed automated dashboards and custom Google Analytics reports.

Digital Training

Whole Whale did in-person trainings around SEO, Google Analytics, and content marketing best practices. In order to scale this work, we created custom training videos for internal teams and affiliates to leverage Google Analytics to identify and respond to web data more effectively.

SEO + Custom Data Insights

One element that Planned Parenthood wanted to codify was the relationship between organic traffic and actual local patient activity. We were able to pull together disparate sets of internal and external data to build a clear picture of the strong relationship that existed between patients and search behavior.

When Planned Parenthood relaunched their main site, Whole Whale was brought on to help rebuild the SEO traffic lost in the large web overhaul and helping to regain critical traffic over the course of 3 months.

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CLIENT TESTIMONIAL

“Whole Whale is an excellent partner shop. Planned Parenthood Federation of America worked with Whole Whale to help us manage our very active website. George and his team of very talented staff are phenomenal. They dive right in to understand what we do and more importantly why we do it so they can help all of our stakeholders understand what they need and why. They then use this knowledge to deliver what we need in a very friendly way because they learned exactly what we need. Their team has technical knowledge and soft skills by the dozens! Something very rare in a tech shop. By assisting PPFA with this work Whole Whale has helped us deliver key reproductive information and services to millions of people in need.”

– Frank Rosado, Director of Enterprise Strategy & System Architecture at PPFA. (July 2014)

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Key Insight

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